Planning Guide Report

Marketing Operations: Planning Assumptions 2022

September 7th, 2021
Marcia Trask
Kerry Cunningham
Julian Archer
With contributor:


Marketing operations has capabilities spanning data interpretation, tools application, and process development. Effective marketing operations leaders elevate and position their teams to reveal unseen possibilities and must plan each fiscal year accordingly. In this report, we identify five areas of opportunity that should drive the agenda for marketing operations leaders in 2022, including implementing clear planning processes, aligning with other functions, measuring the value marketing is delivering to reach its objectives, establishing and managing the organization’s data strategy, and streamlining marketing process flows.

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